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The Needs-Adaptive Consumer: Understanding How and Why People Shop
內容大綱
When do consumers decide to buy something? Why and how do they shop in the first place? Over the past 20 years, a number of macro shifts have drastically altered shopping patterns and buying decisions - presenting new opportunities and challenges for marketers to persuade consumers to spend money and encourage repeat purchases. The author describes her recent research, indicating 12 particular shopper archetypes. She also introduces The Needs Adaptive Shopper Journey Model, which integrates firm actions, technology, peer-to-peer/social and shopper psychology to address shopper well-being.